Category: Case Studies

About

Pug Chalk is an app that lets users take pictures of their pug, and then add images and text, to bring their pug to life and then post on social media.

Problem

They had a previous marketer who charged a $1,000 a month fee for themselves and $1,000 of Facebook advertising. At the end of that campaign they had very few paying customers and very few customer insights.

Proposal

We proposed a pricing methodology that allowed us to test cheaply and rewarded long term success.

Results

We worked with Pug Chalk to test and bring their cost per Download down, using our testing methodology. We improved the price per app install. From $178 to $4.40 per app install.

Goal

About

Sideshow Collectibles (sideshowtoy.com) worked with PWs to improve its organic search presence across high-value products and categories on its site. The PRomoting Webs paid search team was asked to take over PPC management in February 2014 to drive additional value across the channel.

Challenge

A leader in the film collectibles space, Sideshow wanted to scale Paid Search presence and revenue. It also sought to dominate the space and expand its reach while still focusing on its niche audience for the greatest return.

Proposal

PWs conducted a Paid Search audit to identify areas of opportunity. We created a new account hierarchy and new campaigns for better control and performance insights.

We then optimized device, location, and budget settings to maximize the exposure of high-performing campaigns.

Once the bones of the account were in good shape, we synced the merchant center data feed to add Shopping Campaigns and dynamic product ads. We updated ads and ad extensions to create more engaging experiences.

Results

Thanks to Sideshow’s willingness to work closely and quickly with PWs, we were able to rapidly implement new recommendations, resulting in very significant and swift wins with clear revenue gains:

While efficiently improving sales is the primary goal, expanding reach is also an important success metric for Sideshow’s Paid Search account. We increased impression share while achieving a better average position, all without sacrificing efficiency:

Goal

About

Vionic shoes are designed to relieve foot pain by naturally aligning your foot, so Vionic wanted to increase their visibility for specific keywords relating to “arch support shoes.” The goal of targeting “arch support shoes”, and other related terms, was to generate more awareness for their brand and increase sales through non-branded terms.

Challenge

While Vionic was ranking well for branded terms, they were not seeing the results they had hoped for with non-branded terms. They ranked 43rd for “arch support shoes” and 36th for “shoes with arch support.” They were losing out on valuable traffic, and because organic search is the most cost-effective, they had an increased cost of acquisition throughout their other marketing channels.

Proposal

By increasing traffic through non-branded terms Vionic would receive an immediate boost in revenue. This would also lead to long term revenue gains as well, since people who suffer from foot pain become life-long loyal customers, purchasing multiple pairs per year.
The women’s shoe page was optimized for the following terms:

Arch support (8 times on page)

Arch support shoes (1 time on page)

Arch support shoes for women (1 time on page)

Shoes with arch support (2 times on page)

Comfortable shoes (1 time on page)

Orthotic (7 times on page)

Heel pain (4 times on page)

Pws also recommended the creation of a plantar fasciitis theme to create topical authority and subsequently benefit other related keywords. Vionic added a main plantar fasciitis pain page and both men’s and women’s plantar fasciitis category pages.

Results

Working with PWs to implement content recommendations, Vionic quickly saw results. Both the primary and secondary keywords are now ranking #1, as well as 73 tertiary keywords associated with the targeted content theme strategy. This led to a significant increase in search visibility:

238% Increase in Search Visibility (Nov 2014 vs. Nov 2015)

arch support shoes – 1st
shoes with arch support – 1st

As a result of the increased search visibility, customers now saw Vionic as a top result when looking for shoes with arch support.
This increase in visibility led to gains in both traffic and revenue as well:

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